In the late C19, the first series of collectable themed cards were used in America to encourage trade. The idea caught on, and this early example of product placement gradually spread. Sportsmen (Cricketers), Nature, Actors, Military and Important People, were among the topics. By the turn of the century, British companies including W.D. & H.O. Wills had taken up the challenge. In 1928 they turned to Sundials**

A complete set of 25 Wills Cards was commissioned. The series began with scratch dials and included almost all known types of dial. On the back of each card, concise information was given. Smokers were at last able to indulge their habit with the added bonus of free specialist learning aids. By the 1960s almost every facet of life from tea and exotic animals (Hornimans via football to fighter planes had been covered. These days, we must rely on eBay to bring back the memories now that a cigarette costs 10x the price of an Airfix Tiger Moth kit.

** Wills were slow off the mark: in 1924, Fry’s had already produced a colourful 50 card set, of which more another time. NOW FEATURED HERE

NATIONAL PORTRAIT GALLERY Explore the Cigarette Card Collection HERE

GSS Category: Sundial cards; Sundial Art; Sundial picture sets – Keith Salvesen